<abstract xmlns="http://www.w3.org/1999/xhtml"><p>This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry. Cross-sectional research design was adopted to survey 368 postpaid subscribers. The respondents were selected through multistage sampling techniques. The four dimensions of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) were found to be correlated with one another and with overall brand equity. Similarly, the four dimensions were correlated to and significantly predicted customer retention. The study concluded that improvement of all the four dimensions of brand equity is indispensably vital to customer retention in the mobile telecom industry. The study recommended that telecom operator that is desirous of sustaining high brand notch in the marketplace should intensify their effort to improve on all the four dimensions of brand equity to enhance subscribers’ retention. Findings of this study fill important gaps and contribute to the body of literature related to brand equity dimensions and customer retention from customers’ perspective.</p></abstract>

This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry. Cross-sectional research design was adopted to survey 368 postpaid subscribers. The respondents were selected through multistage sampling techniques. The four dimensions of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) were found to be correlated with one another and with overall brand equity. Similarly, the four dimensions were correlated to and significantly predicted customer retention. The study concluded that improvement of all the four dimensions of brand equity is indispensably vital to customer retention in the mobile telecom industry. The study recommended that telecom operator that is desirous of sustaining high brand notch in the marketplace should intensify their effort to improve on all the four dimensions of brand equity to enhance subscribers’ retention. Findings of this study fill important gaps and contribute to the body of literature related to brand equity dimensions and customer retention from customers’ perspective.

An investigation of brand equity dimensions and customer retention: A perspective of postpaid telecom subscribers in Lagos State, Nigeria

International Journal of Management and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry. Cross-sectional research design was adopted...

	Mean	SD	1	2	3	4	5	6
Brand awareness	3.52	.737	1
Perceived quality	3.49	.687	.511^**	1
Brand association	3.50	.805	.457^**	.512^**	1
Brand loyalty	3.36	.967	.224^**	.297^**	.346^**	1
Brand equity	3.52	.659	.667^**	.711^**	.746^**	.739^**	1
Customer retention	3.44	.655	.554^**	.812^**	.717^**	.603^**	.887^**	1

Model Summary	R	R²	Adjusted R²	Std. error of the estimates

1	0.938	0.880	0.878	0.228
Anova	Sum of Square	Df	Mean Square	F	Sig.
Regression	137.984	4	34.496	661.016	0.000
Residual	18.891	362	0.052
Total	156.876	366

Coefficient	Unstandardized coefficient		Standardized coefficient	t	Sig.

	B	Std. Error	Beta
Constant	0.063	0.071		0.888	0.375
Brand awareness	0.068	0.020	0.077	3.502	0.001
Perceived quality	0.496	0.022	0.521	22.663	0.000
Brand Association	0.246	0.018	0.303	13.412	0.000
Brand loyalty	0.162	0.010	0.327	16.607	0.000

An investigation of brand equity dimensions and customer retention: A perspective of postpaid telecom subscribers in Lagos State, Nigeria

Article Category: Empirical Paper

Published Online: Dec 04, 2020

Page range: 339 - 350

Received: Apr 18, 2019

Accepted: Oct 02, 2020

DOI: https://doi.org/10.2478/ijme-2020-0029

Keywords
brand awareness, brand association, perceived quality, brand loyalty, customer retention

© 2020 Ladipo Patrick Kunle et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Correlations matrix (brand equity/dimensions and customer retention)

Multiple regression of brand equity/dimensions and customer retention

An investigation of brand equity dimensions and customer retention: A perspective of postpaid telecom subscribers in Lagos State, Nigeria

Article Category: Empirical Paper

Published Online: Dec 04, 2020

Page range: 339 - 350

Received: Apr 18, 2019

Accepted: Oct 02, 2020

DOI: https://doi.org/10.2478/ijme-2020-0029

Keywordsbrand awareness, brand association, perceived quality, brand loyalty, customer retention

© 2020 Ladipo Patrick Kunle et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Correlations matrix (brand equity/dimensions and customer retention)

Multiple regression of brand equity/dimensions and customer retention

Keywords
brand awareness, brand association, perceived quality, brand loyalty, customer retention